Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Impact of Fan Engagement Strategies in ACG IP Marketing on Consumer Purchase Intention

Yinying Luo*
Minhang Crosspoint Academy

* Corresponding author: [email protected]

Abstract

The ACG (animation, comics, games) industry has been developing rapidly, and IP has become an inseparable part of contemporary entertainment and consumption culture. This study mainly studies the impact of ACG intellectual property (IP) marketing strategies on consumers' purchase intentions. Through a literature review and a qualitative analysis of existing studies and ACG IP cases, this study explores the psychological appeal of ACG IP, fan engagement strategies, and the main factors influencing consumers' purchase intentions. Moreover, it further examines character design, narrative construction, world-building, fan communities, user-generated content (UGC), and interactive activities, with particular focus on brand awareness, perceived value, emotional attachment, fan identification, community belonging, and brand loyalty. The findings suggest that effective ACG IP marketing can enhance consumers' psychological connection with the IP by providing functional value, emotional value and social value, thereby increasing the purchase intention. In general, fan participation plays a significant role in establishing long-term consumption relationships and encouraging continuous support.

Keywords: ACG IP; Fan Engagement; Consumer Purchase Intention; Emotional Attachment; Brand Loyalty
Published: October 27, 2026
DOI: 10.54254/2753-7064/2026.38345
Volume: CHR Vol.125
pp. 78-84
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